The long-neglected PC got a massive injection of innovation this week with major announcements from Google, Apple and Microsoft.
Each company introduced advancements that users didn’t ask for, didn’t think they wanted and are already complaining about.
Why? Because we love new technology in theory but hate it in practice.
Technology change is expensive, transition is messy and people are creatures of habit.
We demand innovation, but resist it when it actually appears in our favorite product lines. That’s why only tech giants like Google, Apple and Microsoft can force the necessary change users want, but don’t know they want.